A Higher Purpose for Female-Led Brands
When I read this article from Ad Age about women’s philanthropic efforts, it started the gears in my mind working. So I began reading… and wow! There are countless examples of amazing women who lead, give, and live a purpose-driven life. And they’ve breathed that life into their brands and companies.
This purposefulness coupled with authenticity is why female-led brands are making big waves in the world today. They are letting their purpose be their story, and sharing that story most authentically. And these stories are speaking to people about products, services, and organizations in a way that resonates – in a way that connects. And when 91% of women feel misunderstood or misrepresented in marketing, an authentic connection feels like a refreshing breeze. With 60% of US wealth controlled by women, a brand that resonates with women opens up a treasure trove of opportunities for itself.
Without going on for days, here are just 3 examples of how incredible women are living, giving, and leading with a higher purpose, and how their efforts make a difference.
Sarah Kauss & S’well: Nurturing Nature
S’well, founded by Sarah Kauss, is a brand dedicated to reducing plastic in our oceans, reducing waste by using less, and providing safe containers for clean drinking water. They started in 2010 with the 17-ounce bottle and have expanded to barware, food storage, and other plastic-free containers.
This brand is so dedicated to authenticity that they have a webpage to ensure consumers get their authentic product.
Not only is this brand dedicated to protecting the environment, but a portion of the sale of each bottle is given to charity partners with corresponding missions: American Forests, Drink Up, and UNICEF.
Judy Falkner & Epic Systems: Healthcare over Profits
Epic Systems CEO and founder, Judy Falkner, started the healthcare software giant almost 50 years ago and hasn’t stopped since. She’s committed to improving healthcare for today and tomorrow. Epic Software is found in most major hospitals and hospital systems across the country, and the awards keep rolling in.
But in a truly authentic way, Judy and Epic are living their purpose – not just with their product – but with their profits. Epic donates profits to healthcare organizations and schools. And Judy has signed the Giving Pledge to donate half of her $7 billion net worth to charity.
Emma Mcilroy & WildFang: Inclusivity
WildFang founder, Emma Mcilroy, created a product and brand that transforms gender norms in fashion (imagine: pants with pockets!). She and her team at WildFang are devoted to designing clothes you want to wear – for function and fashion.
And WildFang isn’t only about inclusive fashion, they display their authenticity with transparency. From publishing vendor rates to having a specific process for setting equitable people policies – Wildfang has dedicated all aspects of its business to inclusion.
WildFang has always been committed to giving back and has donated over $750,000 already. But on top of that, this year WildFang took the 1% pledge to donate at least 1% of revenue – not just profits – to organizations doing good works.
The examples of women leading their organizations authentically and philanthropically are never-ending and inspiring. This above-and-beyond leadership is what makes female-led brands and female consumers different. The drive to make an impact is palpable and magnetic.
Are your marketing campaigns attracting the female demographic? Download my free guide to discover how you can build a brand that authentically resonates with women. I’d love to be a part of your brand’s story, check out my services and send me a message today!
